The objective of the campaign was to encourage Muscovites to visit the museum, whose collection reflects the thousand-year history of the architectural heritage of Russia.

Using 3 key historic buildings which are true symbols of the city - the main building of Lomonosov Moscow State University, St. Basil's Cathedral on Red Square and Postnik and Bolshoi Theatre, the images demonstrated that behind the known facade of each building hides a story and our knowledge of it is just the tip of the iceberg.